2With impact words and specific facts, headlines contribute to REPORTING a story. HEADLINES PROVIDE A MAJOR ENTRY POINT FOR READERS.COMPONENTS COMBINE FOR STORYTELLING POWER.PRIMARY AND SECONDARY HEADLINE PATTERNS ADD INTEREST.123Headlines
3123HeadlinesThe PRIMARY HEADLINE relies on a SECONDARY HEADLINE to provide specific information.
4123HeadlinesKICKER: A short, single line secondary headline is placed above the primary headline.
5123HeadlinesWICKET: A detailed secondary headline is placed above the primary headline.
6123HeadlinesHAMMER: A detailed secondary headline is placed below the primary headline.
7123HeadlinesTRIPOD: The secondary headline is placed beside the primary headline.
8WRITING effective headlines requires creativity, effort and attention to details. A SOLID UNDERSTANDING OF CONTENT RESULTS IN BETTER HEADLINES.WORD PLAY AND BRAINSTORMING ARE USEFUL STRATEGIES.GUIDELINES LEAD TO QUALITY AND CONSISTENCY.123Headlines
9STEP ONE: List 10-15 key words that describe and relate to the story. cardrivekeysmoneygascoolstylewheelscolorwrecksdatesexpensivefriendsinsurancehappyauto123HeadlinesBRAINSTORMING in teams of two or three makes generating a list of key words much easier.
10STEP TWO: Brainstorm rhymes for words with storytelling potential. car: star, fardrive: alive, strive, fivekeys: pleasemoney: honey, bunny, funnygas: pass, masscool: school, poolwheels: peals, steals, dealswrecks: decks, pecksdates: mates, platesfriends: bends, spendshappy: pappy, sappyauto: lotto, motto123HeadlinesSTORYTELLING words have significance and relate to the topic of the spread.
11STEP THREE: Craft words and phrases that creatively capture the story. car: star, farstar wars = car warsonce upon a star = once upon a carcarpe diem = CARpe diemauto: lotto, mottoAUTOmotiveswheels: peals, steals, dealsthe wheel dealkeys: pleasepretty please = pretty keys123HeadlinesMore than a cute phrase, headlines employ creative LITERARY TECHNIQUES that relate to the content.
12Headlines with strong VISUAL appeal communicate more effectively. GRAPHIC DETAILS MAKE PRIMARY HEADS POP AND CREATE HEADLINE PACKAGES.CAPITALIZATION STYLES CREATE A VARIETY OF LOOKS.123Headlines
13123HeadlinesRHYME: The secondary headline provides specifics to support the catchy primary headline.
14123HeadlinesPUN: A creative primary headline establishes the angle for the story. The secondary adds specifics.
15123HeadlinesAn ACRONYM is given a new meaning. Acronyms add specifics to the secondary headline.